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New Look for the Becker Acroma Brand
New logo highlights innovation and continued commitment to the wood industry
By: Sherwin-Williams Product Finishes
“We wanted to be true to Becker Acroma’s brand roots while capturing its current strengths and continuing commitment to be a customized global supplier,” says Drew McCandless, President of Sherwin-Williams Product Finishes Division.
The Sherwin-Williams Product Finishes Division leads the expansion of the company’s global distribution network across six continents, while continuing R&D investments that will ensure that Becker Acroma customers have innovative and environmentally adaptive solutions today and tomorrow – locally and globally.
“In industrial wood coatings you need to be local if you are a global enterprise. In that respect we are the same Becker Acroma, coming out and selling in the same way, even if we have a new logo,” explains Kaj Brandt, Vice President and General Manager of Sherwin-Williams Product Finishes Europe and former CEO of Becker Acroma.
“In the factory applied finishes market, almost every coating is an individually produced, individually customized product,” adds McCandless. “What’
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Sherwin-Williams Product Finishes Europe provides industrial coatings solutions to wood, metal and plastic finishers.